Content-Modification System with Issue Detection and Responsive Action Feature

ABSTRACT

In one aspect, a method is disclosed for use with a content-presentation device that is scheduled to perform a first content-modification operation that comprises modifying a modifiable content-segment received by the content-presentation device. The method includes determining that the content-presentation device is unable to perform the first content-modification operation as scheduled. The method also includes responsive to the determining, performing an action that facilitates the content-presentation device performing a second content-modification operation instead of performing the first content-modification operation, where performing the second content-modification operation involves modifying the modifiable content-segment in a different way as compared to the first content-modification operation.

RELATED DISCLOSURES

This disclosure claims priority to U.S. Provisional Pat. App. No.62/846,429 filed May 10, 2019, which is hereby incorporated by referenceherein in its entirety.

USAGE AND TERMINOLOGY

In this disclosure, unless otherwise specified and/or unless theparticular context clearly dictates otherwise, the terms “a” or “an”mean at least one, and the term “the” means the at least one.

SUMMARY

In one aspect, a method is disclosed for use with a content-presentationdevice that is scheduled to perform a first content-modificationoperation that comprises modifying a modifiable content-segment receivedby the content-presentation device. The method includes determining thatthe content-presentation device is unable to perform the firstcontent-modification operation as scheduled. The method also includesresponsive to the determining, performing an action that facilitates thecontent-presentation device performing a second content-modificationoperation instead of performing the first content-modificationoperation, where performing the second content-modification operationinvolves modifying the modifiable content-segment in a different way ascompared to the first content-modification operation.

In another aspect, a non-transitory computer-readable storage medium hasstored thereon program instructions that, upon execution by a processor,cause performance of a set of operations. The set of operations includesdetermining that a content-presentation device is unable to perform afirst content-modification operation as scheduled, wherein the firstcontent-modification operation comprises modifying a modifiablecontent-segment received by the content-presentation device. The set ofoperations also includes responsive to the determining, performing anaction that facilitates the content-presentation device performing asecond content-modification operation instead of performing the firstcontent-modification operation, where performing the secondcontent-modification operation involves modifying the modifiablecontent-segment in a different way as compared to the firstcontent-modification operation.

In another aspect, a computing system includes a processor and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations. The set of operations includes. Theset of operations includes determining that a content-presentationdevice is unable to perform a first content-modification operation asscheduled, wherein the first content-modification operation comprisesmodifying a modifiable content-segment received by thecontent-presentation device. The set of operations also includesresponsive to the determining, performing an action that facilitates thecontent-presentation device performing a second content-modificationoperation instead of performing the first content-modificationoperation, where performing the second content-modification operationinvolves modifying the modifiable content-segment in a different way ascompared to the first content-modification operation.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified block diagram of an example content-modificationsystem in which various described principles can be implemented.

FIG. 2 is a simplified block diagram of an example computing system inwhich various described principles can be implemented.

FIG. 3 is a diagram of example linear sequences of content and relatedconcepts.

FIGS. 4A, 4B, 4C, 4D, 4E, and 4F collectively make up a table showingexample time-periods and corresponding operations that can be performedin connection with the example content-modification system.

FIG. 5 is a flow chart of an example method.

DETAILED DESCRIPTION I. Overview

To deliver and present content to end-users, a content provider cantransmit the content to one or more content-distribution systems, eachof which can in turn transmit the content to one or more respectivecontent-presentation devices to be output for presentation to respectiveend-users. Such a hierarchical arrangement can facilitate convenient,widespread distribution of content.

By way of example, in order for a video content provider to delivervideo content to end-users throughout the United States, the videocontent provider can transmit the video content by satellite or anothermedium to content-distribution systems that serve respective designatedmarket areas (DMAs) within the United States. Each suchcontent-distribution system can therefore receive the national satellitefeed carrying the video content and can transmit the video content totelevision sets and/or set-top boxes in the content-distributionsystem's DMA, such that the video content can be output for presentationto respective end-users in that DMA. In practice, thesecontent-distribution systems and their means of transmission tocontent-presentation devices can take various forms. For instance, acontent-distribution system can be associated with a cable-televisionprovider and can transmit video content to content-presentation devicesof end-users who are cable-television subscribers through hybridfiber/coaxial cable connections.

As such, in various scenarios, a content-distribution system cantransmit content to a content-presentation device, which can receive andoutput the content for presentation to an end-user. In some situations,even though the content-presentation device receives content from thecontent-distribution system, it can be desirable for thecontent-presentation device to perform a content-modification operationso that the content-presentation device can output for presentationalternative content instead of at least a portion of that receivedcontent.

For example, in the case where the content-presentation device receivesa linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device to replace the givenadvertisement segment with a different advertisement segment that isperhaps more targeted to the end-user (e.g., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device to overlay on the givenadvertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system can facilitateproviding these and other related features.

In some scenarios, however, the content-presentation device might not beable to perform a scheduled content-modification operation. This mightoccur for various reasons.

For example, in scenarios where the content-presentation device isscheduled to replace a given content segment with alternative content,the modification start-time at which the replacement begins typicallycorresponds to the start of a content segment. That is, the modificationstart-time typically coincides with the time at which the contentsegment is to be output.

Further, to prepare for a scheduled content-replacement operation, thecontent-presentation device might need to request and download a largeamount of alternative content, such as an entire advertisement segmentto replace another advertisement segment. These operations can take timeto complete. Thus, if there is a very short delay between thecontent-distribution system's transmission of the content and thecontent-presentation device's receipt of the content, thecontent-presentation device might begin to output the received contentbefore the alternative content is downloaded or before thecontent-presentation device is otherwise ready to initiate thereplacement. That is, the content-presentation device can beginoutputting the received content before the modification start-time.

By contrast, in scenarios where the content-presentation device isscheduled to overlay content on a given content segment, themodification start-time might not correspond to the start of the contentsegment, and thus, the content-presentation device might have moreflexibility with performing content-modification operations. Inparticular, the content-presentation device might not need to beginoverlaying the overlay content on the content segment right away. As anexample, the modification start-time might be five seconds after thestart of the content segment.

Further, content for overlay operations might be smaller in size thancontent for replacement operations, and thus, it might take less timefor the content-presentation device to request and download the overlaycontent. For instance, overlay content might take the form of an imageof a logo or phone number associated with an advertisement. Thecontent-presentation device might also include pre-downloaded overlaycontent that is locally cached at the content-presentation device andintended for use as default overlay content, and thus might not need torequest and download overlay content in order to perform an overlayoperation.

In any event, when there is a very short delay between thecontent-distribution system's transmission of the content and thecontent-presentation device's receipt of the content, it can be morefeasible for the content-presentation device to timely perform somecontent-modification operations (e.g., content-overlay operations)instead of other content-modification operations (e.g.,content-replacement operations).

The present disclosure provides methods and systems that improve thecontent modification process for a content-modification system inscenarios where a content-presentation device is unable to perform aparticular content modification operation as scheduled. In particular,the disclosed methods and systems can involve the content-presentationdevice determining that the content-presentation device is unable toperform a first content-modification operation as scheduled, such as bydetermining that a content-transmission delay between acontent-distribution system and the content-presentation device isshorter than a predetermined threshold delay. In response to thisdetermination, the content-presentation device can then performing anaction that facilitates the content-presentation device performing asecond content-modification operation instead of performing the firstcontent-modification operation, where the performance of the secondcontent-modification operation involves modifying the modifiablecontent-segment in a different way as compared to the firstcontent-modification operation.

It should be understood that other entities in the content-modificationsystem could perform one or more of the above-noted operations as well,in addition to or alternative to the content-presentation device.

By assessing whether the content-presentation device will be able toperform a scheduled content-modification operation and changing whichtype of content-modification operation is performed responsive to theassessment, the content-modification system can quickly and desirablyprovide alternative content that is targeted to the end-user, even incircumstances that might otherwise have precluded thecontent-presentation device from being able to perform a contentmodification. As such, the operations of the disclosed methods andsystems can also help reduce the amount of missed content-modificationopportunities or prevent such missed opportunities altogether.

II. Architecture

A. Content-Modification System

FIG. 1 is a simplified block diagram of an example content-modificationsystem 100. The content-modification system 100 can include variouscomponents, such as a content-distribution system 102, acontent-presentation device 104, a fingerprint-matching server 106, acontent-management system 108, a data-management system 110, and/or asupplemental-content delivery system 112.

The content-modification system 100 can also include one or moreconnection mechanisms that connect various components within thecontent-modification system 100. For example, the content-modificationsystem 100 can include the connection mechanisms represented by linesconnecting components of the content-modification system 100, as shownin FIG. 1.

In this disclosure, the term “connection mechanism” means a mechanismthat connects and facilitates communication between two or morecomponents, devices, systems, or other entities. A connection mechanismcan be or include a relatively simple mechanism, such as a cable orsystem bus, and/or a relatively complex mechanism, such as apacket-based communication network (e.g., the Internet). In someinstances, a connection mechanism can be or include a non-tangiblemedium, such as in the case where the connection is at least partiallywireless. In this disclosure, a connection can be a direct connection oran indirect connection, the latter being a connection that passesthrough and/or traverses one or more entities, such as a router,switcher, or other network device. Likewise, in this disclosure,communication (e.g., a transmission or receipt of data) can be a director indirect communication.

The content-modification system 100 and/or components thereof can takethe form of a computing system, an example of which is described below.

Notably, in practice, the content-modification system 100 is likely toinclude many instances of at least some of the described components. Forexample, the content-modification 100 is likely to include manycontent-distribution systems and many content-presentation devices.

B. Computing System

FIG. 2 is a simplified block diagram of an example computing system 200.The computing system 200 can be configured to perform and/or can performone or more operations, such as the operations described in thisdisclosure. The computing system 200 can include various components,such as a processor 202, a data-storage unit 204, a communicationinterface 206, and/or a user interface 208.

The processor 202 can be or include a general-purpose processor (e.g., amicroprocessor) and/or a special-purpose processor (e.g., a digitalsignal processor). The processor 202 can execute program instructionsincluded in the data-storage unit 204 as described below.

The data-storage unit 204 can be or include one or more volatile,non-volatile, removable, and/or non-removable storage components, suchas magnetic, optical, and/or flash storage, and/or can be integrated inwhole or in part with the processor 202. Further, the data-storage unit204 can be or include a non-transitory computer-readable storage medium,having stored thereon program instructions (e.g., compiled ornon-compiled program logic and/or machine code) that, upon execution bythe processor 202, cause the computing system 200 and/or anothercomputing system to perform one or more operations, such as theoperations described in this disclosure. These program instructions candefine, and/or be part of, a discrete software application.

In some instances, the computing system 200 can execute programinstructions in response to receiving an input, such as an inputreceived via the communication interface 206 and/or the user interface208. The data-storage unit 204 can also store other data, such as any ofthe data described in this disclosure.

The communication interface 206 can allow the computing system 200 toconnect with and/or communicate with another entity according to one ormore protocols. Therefore, the computing system 200 can transmit datato, and/or receive data from, one or more other entities according toone or more protocols. In one example, the communication interface 206can be or include a wired interface, such as an Ethernet interface or aHigh-Definition Multimedia Interface (HDMI). In another example, thecommunication interface 206 can be or include a wireless interface, suchas a cellular or WI-FI interface.

The user interface 208 can allow for interaction between the computingsystem 200 and a user of the computing system 200. As such, the userinterface 208 can be or include an input component such as a keyboard, amouse, a remote controller, a microphone, and/or a touch-sensitivepanel. The user interface 208 can also be or include an output componentsuch as a display device (which, for example, can be combined with atouch-sensitive panel) and/or a sound speaker.

The computing system 200 can also include one or more connectionmechanisms that connect various components within the computing system200. For example, the computing system 200 can include the connectionmechanisms represented by lines that connect components of the computingsystem 200, as shown in FIG. 2.

The computing system 200 can include one or more of the above-describedcomponents and can be configured or arranged in various ways. Forexample, the computing system 200 can be configured as a server and/or aclient (or perhaps a cluster of servers and/or a cluster of clients)operating in one or more server-client type arrangements, for instance.

As noted above, the content-modification system 100 and/or componentsthereof can take the form of a computing system, such as the computingsystem 200. In some cases, some or all these entities can take the formof a more specific type of computing system. For instance, in the caseof the content-presentation device 104, it can take the form of adesktop computer, a laptop, a tablet, a mobile phone, a television set,a set-top box, a television set with an integrated set-top box, a mediadongle, or a television set with a media dongle connected to it, amongother possibilities.

III. Example Operations

The content-modification system 100 and/or components thereof can beconfigured to perform and/or can perform one or more operations.Examples of these operations and related features will now be described.

As noted above, in practice, the content-modification system 100 islikely to include many instances of at least some of the describedcomponents. Likewise, in practice, it is likely that at least some ofdescribed operations will be performed many times (perhaps on a routinebasis and/or in connection with additional instances of the describedcomponents).

A. Operations Related to the Content-Distribution System TransmittingContent and the Content-Presenting Device Receiving and OutputtingContent

For context, general operations and examples related to thecontent-distribution system 102 transmitting content and thecontent-presentation device 104 receiving and outputting content willnow be described.

To begin, the content-distribution system 102 can transmit content(e.g., that it received from a content provider) to one or more entitiessuch as the content-presentation device 104. Content can be or includeaudio content and/or video content, for example. In some examples,content can take the form of a linear sequence of content segments(e.g., program segments and advertisement segments) or a portionthereof. In the case of video content, a portion of the video contentmay be one or more frames, for example.

The content-distribution system 102 can transmit content on one or morechannels (sometimes referred to as stations or feeds). As such, thecontent-distribution system 102 can be associated with a single channelcontent distributor or a multi-channel content distributor such as amulti-channel video program distributor (MVPD).

The content-distribution system 102 and its means of transmission ofcontent on the channel to the content-presentation device 104 can takevarious forms. By way of example, the content-distribution system 102can be or include a cable-television head-end that is associated with acable-television provider and that transmits the content on the channelto the content-presentation device 104 through hybrid fiber/coaxialcable connections. As another example, the content-distribution system102 can be or include a satellite-television head-end that is associatedwith a satellite-television provider and that transmits the content onthe channel to the content-presentation device 104 through a satellitetransmission. As yet another example, the content-distribution system102 can be or include a television-broadcast station that is associatedwith a television-broadcast provider and that transmits the content onthe channel through a terrestrial over-the-air interface to thecontent-presentation device 104. In these and other examples, thecontent-distribution system 102 can transmit the content in the form ofan analog or digital broadcast stream representing the content.

The content-presentation device 104 can receive content from one or moreentities, such as the content-distribution system 102. In one example,the content-presentation device 104 can select (e.g., by tuning to) achannel from among multiple available channels, perhaps based on inputreceived via a user interface, such that the content-presentation device104 can receive content on the selected channel.

In some examples, the content-distribution system 102 can transmitcontent to the content-presentation device 104, which thecontent-presentation device 104 can receive, and therefore thetransmitted content and the received content can be the same. However,in other examples, they can be different, such as where thecontent-distribution system 102 transmits content to thecontent-presentation device 104, but the content-presentation device 104does not receive the content and instead receives different content froma different content-distribution system.

The content-presentation device 104 can also output content forpresentation. As noted above, the content-presentation device 104 cantake various forms. In one example, in the case where thecontent-presentation device 104 is a television set (perhaps with anintegrated set-top box and/or media dongle), outputting the content forpresentation can involve the television set outputting the content via auser interface (e.g., a display device and/or a sound speaker), suchthat it can be presented to an end-user. As another example, in the casewhere the content-presentation device 104 is a set-top box or a mediadongle, outputting the content for presentation can involve the set-topbox or the media dongle outputting the content via a communicationinterface (e.g., an HDMI interface), such that it can be received by atelevision set and in turn output by the television set for presentationto an end-user.

As such, in various scenarios, the content-distribution system 102 cantransmit content to the content-presentation device 104, which canreceive and output the content for presentation to an end-user. In somesituations, even though the content-presentation device 104 receivescontent from the content-distribution system 102, it can be desirablefor the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content.

For example, in the case where the content-presentation device 104receives a linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device 104 to replace thegiven advertisement segment with a different advertisement segment thatis perhaps more targeted to the end-user (i.e., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device 104 to overlay on thegiven advertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system 100 canfacilitate providing these and other related features.

As noted above, in one example, content can take the form of a linearsequence of content segments. As such, in one example, thecontent-distribution system 102 can transmit a linear sequence ofcontent segments. This is referred to herein as a “transmissionsequence.” Likewise, the content-presentation device 104 can receive alinear sequence of content segments. This is referred to herein as a“receipt sequence.” In line with the discussion above, the transmissionsequence and the receipt sequence can be the same or they can bedifferent.

FIG. 3 illustrates some examples of these concepts. In one example, thetransmission sequence is the TRANSMISSION SEQUENCE 302 shown in FIG. 3.As shown, the TRANSMISSION SEQUENCE 302 includes a PROGRAM SEGMENT A302-A, followed by an AD SEGMENT B 302-B, followed by AD SEGMENT C302-C.

Likewise, in one example, the receipt sequence is the RECEIPT SEQUENCE304 shown in FIG. 3. In this example, the content-distribution system102 transmits the TRANSMISSION SEQUENCE 302 to the content-presentationdevice 104, which the content-presentation device 104 receives as theRECEIPT SEQUENCE 304, and therefore the TRANSMISSION SEQUENCE 302 andthe RECEIPT SEQUENCE 304 are the same. As such, as shown, the RECEIPTSEQUENCE 304 also includes the PROGRAM SEGMENT A 304-A, followed by theAD SEGMENT B 304-B, followed by the AD SEGMENT C 302-C.

In FIG. 3, the transmission time of the TRANSMISSION SEQUENCE 302 andthe receipt time of the RECEIPT SEQUENCE 304 are shown by way of theirrelationship to a TIMELINE 350. Notably, the transmission time and thereceipt time are offset from each other due to a content-transmissiondelay, which is described in greater detail below.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content. For example, in the case where thecontent-presentation device 104 receives the receipt sequence, ratherthan outputting for presentation the receipt sequence, thecontent-presentation device 104 can output for presentation a modifiedversion of the receipt sequence instead. This is referred to herein as a“modified sequence.”

For example, in the case where the receipt sequence includes a givenadvertisement segment positioned somewhere within the receipt sequence,it can be desirable for the content-presentation device 104 to replacethe given advertisement segment with a different advertisement segmentthat is perhaps more targeted to the end-user (i.e., more targeted tothe end-user's interests, demographics, etc.), thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in one example, the modified sequence is the FIRSTMODIFIED SEQUENCE 306 shown in FIG. 3. As shown, the FIRST MODIFIEDSEQUENCE 306 includes the PROGRAM SEGMENT A 306-A, followed by the ADSEGMENT D 306-D (which replaced the AD SEGMENT B 304-B), followed by ADSEGMENT C 306-C.

As another example, it can be desirable for the content-presentationdevice 104 to overlay, on the given advertisement segment, overlaycontent that enhances the given advertisement segment in a way that isagain perhaps more targeted to the end-user, thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in another example, the modified sequence is theSECOND MODIFIED SEQUENCE 308 shown in FIG. 3. As shown, the SECONDMODIFIED SEQUENCE 308 includes the PROGRAM SEGMENT A 308-A, followed bythe AD SEGMENT B′ 308-B′ (which is the AD SEGMENT B 304-B modified withoverlay content), followed by AD SEGMENT C 308-C.

Other portions of FIG. 3 will be described later in this disclosure asrelated concepts are introduced and described.

Moving on in view of the context provided above, FIGS. 4A, 4B, 4C, 4D,4E, and 4F, collectively make up a table showing example time-periodsand corresponding operations that can be performed in connection withthe content-modification system 100. These and other related operationswill now be described.

B. Operations Related to the Content-Distribution System TransmittingFirst Content on a Channel

During a time-period T1, the content-distribution system 102 cantransmit content on a channel to the content-presentation device 104.This content is referred to herein as “first content.” In one example,the first content is the FIRST CONTENT 310 shown in FIG. 3.

During a time-period T2, the content-distribution system 102 cangenerate fingerprint data representing the first content. Thisfingerprint data is referred to herein as “first fingerprint data.” Thecontent-distribution system 102 can generate the first fingerprint datausing any content fingerprinting process now known or later developed.An example fingerprint generation technique is described in U.S. Pat.No. 9,495,451 issued Nov. 15, 2016, the entirety of which is herebyincorporated by reference herein. The content-distribution system 102can generate first fingerprint data at a given rate, such as at the rateof one fingerprint per frame of the first content. The first fingerprintdata can be or include some or all of these generated fingerprints.

The content-distribution system 102 can access the first content atvarious points within the content-distribution system 102. As oneexample, the content-distribution system 102 can access the firstcontent after it is output by a distribution amplifier within thecontent-distribution system 102.

Also during the time-period T2, the content-distribution system 102 cangenerate metadata associated with the first content and/or the firstfingerprint data. This metadata is referred to herein as “firstmetadata.” In one example, the first metadata can be or include atransmission time-stamp, which represents a time-point at which thecontent-distribution system 102 transmitted the first content. Thecontent-distribution system 102 can determine the transmissiontime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock.

As another example, the first metadata can be or include a channelidentifier, which identifies the channel on which thecontent-distribution system 102 is transmitting the first content. Thecontent-distribution system 102 can determine the channel identifier invarious ways such as based on mapping data that maps thecontent-distribution system 102 and/or physical inputs and/or outputswithin the content-distribution system 102 to respective channelidentifiers. In one example, in the case where the content-distributionsystem 102 transmits content A on channel A, content B on channel B, andcontent C on channel C, the mapping data can specify which of threedifferent outputs (perhaps on three different distribution amplifiers)maps to which channel identifier, such that the content-distributionsystem 102 can determine the appropriate channel identifier for contentof a given channel.

As another example, the first metadata can be or include SCTE-104 data,a watermark, or a similar type of metadata, any of which can themselvesencode other metadata, such as a program identifier, an advertisementidentifier (e.g., an industry standard coding identification (ISCI)key), a program genre, or another type of textual or numeric metadata,for instance.

The content-distribution system 102 can associate the first fingerprintdata with the first metadata in various ways. For instance, in the casewhere the first fingerprint data includes multiple fingerprints witheach fingerprint representing a corresponding frame of the firstcontent, the content-distribution system 102 can associate eachfingerprint with a corresponding transmission time-stamp and/or withother corresponding first metadata.

During a time-period T3, the content-distribution system 102 cantransmit the first fingerprint data and the first metadata to thefingerprint-matching server 106. The content-distribution system 102 cantransmit the first fingerprint data and the first metadata at a giveninterval. For example, every two seconds, the content-distributionsystem 102 can transmit the first fingerprint data and the firstmetadata that it generated during that most recent two-secondtime-period.

C. Operations Related to the Content-Presentation Device ReceivingSecond Content

During a time-period T4, the content-presentation device 104 can receivecontent from the content-distribution system 102. This content isreferred to herein as “second content.” In one example, the secondcontent is the SECOND CONTENT 312 shown in FIG. 3.

During a time-period T5, the content-presentation device 104 cangenerate fingerprint data representing the second content. Thisfingerprint data is referred to herein as “second fingerprint data.” Thecontent-presentation device 104 can generate the second fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the second fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the second content. The second fingerprint data can be or includesome or all of these generated fingerprints.

The content-presentation device 104 can access the second content atvarious points within the content-presentation device 104. As oneexample, the content-presentation device 104 can access the secondcontent as it is being received by an input buffer (e.g., an HDMIbuffer) of the content-presentation device 104. In anotherconfiguration, the content-presentation device 104 can access the secondcontent as it is being received by a display buffer of thecontent-presentation device 104. In this configuration, the secondcontent can therefore be content that the content-presentation device104 not only receives, but also outputs for presentation.

Also during the time-period T5, the content-presentation device 104 cangenerate metadata associated with the second content and/or the secondfingerprint data. This metadata is referred to herein as “secondmetadata.” As one example, the second metadata can be or include areceipt time-stamp, which represents a time-point at which thecontent-presentation device 104 received the second content. Thecontent-presentation device 104 can determine the receipt time-stamp invarious ways, such as based on a time clock that is synchronized to areference clock. As noted above, the content-presentation device 104 canaccess the second content at various points within thecontent-presentation device 104. In one example, the point at which thesecond content is accessed can be considered the “receipt” point forpurposes of determining the receipt time-stamp.

In practice, while the first metadata is likely to be or include achannel identifier, the second metadata is likely to not be nor includea channel identifier.

The content-presentation device 104 can associate the second fingerprintdata with the second metadata in various ways. For instance, where thesecond fingerprint data includes multiple fingerprints with eachfingerprint representing a corresponding frame of second content, thecontent-presentation device 104 can associate each second fingerprintwith a corresponding receipt time-stamp and/or other correspondingmetadata.

During a time-period T6, the content-presentation device 104 cantransmit the second fingerprint data and the second metadata to thefingerprint-matching server 106. The content-presentation device 104 cantransmit the second fingerprint data and the second metadata at a giveninterval. For example, every two seconds, the content-presentationdevice 104 can transmit the second fingerprint data and the secondmetadata that it generated during that most recent two-secondtime-period.

D. Operations Related to Identifying a Channel on which theContent-Presentation Device is Receiving the Second Content

During a time-period T7, the fingerprint-matching server 106 can receivethe first fingerprint data and the first metadata from thecontent-distribution system 102. As noted above, the first fingerprintdata represents the first content transmitted by thecontent-distribution system 102 on the channel. As noted above, thefirst metadata can, and for the purposes of this described example does,identify the channel. In this way, the first content can be consideredas content being transmitted on an identified channel.

During a time-period T8, the fingerprint-matching server 106 can receivethe second fingerprint data and the second metadata from thecontent-presentation device 104. As noted above, the second fingerprintdata represents the second content received by the content-presentationdevice 104. However, as noted above, the associated metadata may not,and for the purposes of this described example does not, identify thechannel. In this way, the second content can be considered as contentbeing received on an unidentified channel.

During a time-period T9, the fingerprint-matching server 106 can comparethe first fingerprint data and the second fingerprint data to determinewhether there is a match. In this disclosure, this type of matchattempt, namely a match attempt between (i) reference fingerprint datarepresenting content being transmitted on an identified channel and (ii)query fingerprint data representing content being received on anunidentified channel, is referred to herein as a “cold match attempt.”

During a time-period T10, based on the comparing, thefingerprint-matching server 106 can detect a match between the firstfingerprint data and the second fingerprint data. Thefingerprint-matching server 106 can compare and/or detect a matchbetween fingerprint data using any content fingerprint comparing andmatching technique now known or later developed. An example fingerprintcomparing and matching technique is described in U.S. Pat. No. 9,146,990issued Sep. 29, 2015, the entirety of which is hereby incorporated byreference herein.

To effectively compare the first fingerprint data and the secondfingerprint data, the fingerprint-matching server 106 may need toaccount for a content-transmission delay. For context, in the case wherethe content-distribution system 102 transmits a given frame of contenton a given channel at a time-point A, for various reasons, thecontent-presentation device 104 may not receive that frame until atime-point B that is later (e.g., ten seconds later) than the time-pointA. This type of delay is referred to herein as a “content-transmissiondelay.”

In one example, the time-point A, the time-point B, and thecontent-transmission delay can be the TIME-POINT A 314, the TIME-POINT B316, and the CONTENT-TRANSMISSION DELAY 318, respectively, shown FIG. 3.Note that FIG. 3 is for illustration purposes and is not necessarily toscale at least with respect to time. In practice, the actual amount ofcontent-transmission delay may be different from the amount shown.

To help the fingerprint-matching server 106 effectively compare thefirst fingerprint data with the second fingerprint data, thefingerprint-matching server 106 may need to account for such acontent-transmission delay. In one example, the fingerprint-matchingserver 106 can do this by comparing the first fingerprint data that itreceives at a receipt time-point with the second fingerprint data thatit receives during a time-period defined by a starting time-point and anending time-point. The starting time-point can be the receipt time-pointplus an offset representing an anticipated content-transmission delay(e.g., ten seconds), minus a tolerance a time-period (e.g., twoseconds). The ending time-point can be the receipt time-point plus theoffset (e.g., ten seconds), plus the tolerance a time-period (e.g., twoseconds). As such, in one example where the anticipatedcontent-transmission delay is 10 seconds, the fingerprint-matchingserver 106 can compare first fingerprint data that it receives at areceipt time-point with second fingerprint data that it receives duringa time-period between (i) the receipt time-point plus eight seconds and(ii) receipt time-point plus twelve seconds.

In some cases, the fingerprint-matching server 106 can determine acontent-transmission delay, which it can use to select an appropriateoffset for use in determining the starting and ending time-points, asdescribed above. The fingerprint-matching server 106 can determine thecontent-transmission delay in various ways. For example, after thefingerprint-matching server 106 detects a match based on a cold matchattempt, the fingerprint-matching server 106 can determine thecontent-transmission delay as a difference between the correspondingtransmission time-stamp (of the first metadata) and the correspondingreceipt time-stamp (of the second metadata), for example. Notably, thecontent-transmission delay can vary from channel to channel.

During a time-period T11, based on the detected match, thefingerprint-matching server 106 can identify the channel on which thesecond content is being received by the content-presentation device 104.In one example, the fingerprint-matching server 106 can identify thechannel based on the channel identifier metadata associated with thefirst fingerprint data used to detect the match.

Notably, in practice, since there are likely to be multiple potentialchannels on which the content-presentation device 104 is receiving thesecond content, the fingerprint-matching server 106 is likely to comparethe second fingerprint data with multiple instances of first fingerprintdata (each representing a different respective instance of first contenton a different respective channel), to determine which of those multipleinstances matches the second fingerprint data.

Also, in some cases, the fingerprint-matching server 106 can detect amatch between the second fingerprint data and each of multiple instancesof first fingerprint data (each representing a different respectiveinstance of first content on a different respective channel). This isreferred to herein as a “multimatch scenario” and can occur for variousreasons. For example, this can occur when the content-distributionsystem 102 is transmitting the same or similar content on more than onechannel at or about the same time. In this scenario, thefingerprint-matching server 106 can perform additional operations toidentity, from among the multiple channels associated with themultimatch scenario, on which specific channel the content-presentationdevice 104 is receiving the second content. The fingerprint-matchingserver 106 can do this using any channel multimatch disambiguationtechnique now known or later developed. An example channel multimatchdisambiguation technique is described in U.S. Pat. No. 9,992,533 issuedJun. 5, 2018, the entirety of which is hereby incorporated by referenceherein.

E. Operations Related to Determining Historical Content Consumption Data

During a time-period T12, the fingerprint-matching server 106 cangenerate metadata associated with the identified channel. For example,the metadata can be or include a channel identification time-stamp. Thefingerprint-matching server 106 can determine the channel identificationtime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock. In another example, the metadata canbe or include a device identifier that identifies thecontent-presentation device 104 that is receiving content on theidentified channel. The fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104. In another example, thefingerprint-matching server 106 can receive data (e.g., deviceregistration data) from the content-presentation device 104 and can usemapping data to map the received data to determine the deviceidentifier.

During a time-period T13, the fingerprint-matching server 106 cantransmit an indication of the identified channel and the associatedmetadata to the data-management system 110.

During a time-period T14, the data-management system 110 can receive theindication of the identified channel and the associated metadata fromthe fingerprint-matching server 106.

The data-management system 110 can use the received indication of theidentified channel and the associated metadata, perhaps with other data,to determine when the content-presentation device 104 has receivedcontent on the identified channel, what specific content thecontent-presentation device 104 has received, etc. This type of data isreferred to herein as “historical content consumption data.”

As such, during a time-period T15, the data-management system 110 candetermine historical content consumption data associated with thecontent-presentation device 104.

F. Operations Related to the Content-Distribution System TransmittingThird Content

As noted above, the fingerprint-matching server 106 can identify thechannel on which the content-presentation device 104 is receiving thesecond content.

During a time-period T16, the content-distribution system 102 cantransmit content on the identified channel to the content-presentationdevice 104. This content is referred to herein as “third content.” Inone example, the third content is the THIRD CONTENT 320 shown in FIG. 3.In practice, the content-distribution system 102 is likely to transmitthe third content shortly after (e.g., immediately after or a fewseconds or minutes after) transmitting the first content.

During a time-period T17, the content-distribution system 102 cangenerate fingerprint data representing the third content. Thisfingerprint data is referred to herein as “third fingerprint data.”

Also during the time-period T17, the content-distribution system 102 cangenerate metadata associated with the third content and/or the thirdfingerprint data. This metadata is referred to herein as “thirdmetadata.” The content-distribution system 102 can also associate thethird fingerprint data with the third metadata.

During a time-period T18, the content-distribution system 102 cantransmit the third fingerprint data and the third metadata to thefingerprint-matching server 106.

The content-distribution system 102 can transmit the third content,generate the third fingerprint data, generate the third metadata,associate the third fingerprint data with the third metadata, andtransmit the third fingerprint data and the third metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with transmitting the first content, generating thefirst fingerprint data, generating the first metadata, associating thefirst fingerprint data with the first metadata, and transmitting thefirst fingerprint data and the first metadata.

G. Operations Related to the Content-Management System Receiving aModifiable Content-Segment

During a time-period T19, the content-management system 108 can receivecontent in the form of a content segment that has been identified as acandidate to be modified. This content is referred to herein as a“modifiable content-segment” or “fourth content.” In one example, themodifiable content-segment is the MODIFIABLE CONTENT-SEGMENT 322 shownin FIG. 3.

The modifiable content-segment can take various forms. For example, themodifiable content-segment can be an advertisement segment (e.g., acommercial) or a program segment. As such, in one example, themodifiable content-segment can be an advertisement segment that has beenidentified as a candidate to be modified, perhaps by way of beingreplaced with a different advertisement segment, and/or by way of havingcontent overlaid thereon.

In one example, a user, perhaps associated with the content-distributionsystem 102, can facilitate uploading the modifiable content-segment tothe content-management system 108, such that the content-managementsystem 108 can receive it in this way.

During a time-period T20, the content-management system 108 can generatefingerprint data representing the modifiable content-segment. Thisfingerprint data is referred to herein as “fourth fingerprint data.” Thecontent-management system 108 can generate the fourth fingerprint datausing any fingerprint generation technique now known or later developed.The content-management system 108 can generate the fourth fingerprintdata at a given rate, such as at the rate of one fingerprint per frameof the fourth content. The fourth fingerprint data can be or includesome or all of these generated fingerprints.

Also during the time-period T20, the content-management system 108 cangenerate metadata associated with the modifiable content-segment and/orthe fourth fingerprint data. This metadata is referred to herein as“fourth metadata.” As one example, the fourth metadata can be or includea duration of the modifiable content-segment. The content-managementsystem 108 can determine the duration in various ways, such as based onthe fingerprint generation process. For example, in the case where thecontent-management system 108 generating the fourth fingerprint datainvolves generating one fingerprint per frame, where the modifiablecontent-segment has a frame rate of 30 frames per second, and where thefingerprinting process results in 300 fingerprints being generated, thecontent-management system 108 can deduce that the modifiablecontent-segment has a duration of ten seconds. The metadata can also beor include other information about the modifiable content-segment, suchas a content segment identifier, a title, and/or specifics aboutpermissible ways in which the modifiable content-segment can bemodified, etc.

During a time-period T21, the content-management system 108 can transmitthe fourth fingerprint data and the fourth metadata to thefingerprint-matching server 106.

In practice, the content-management system 108 is likely to receive manymodifiable content-segments. In such situations, the content-managementsystem 108 can perform one or more of the operations described above, asappropriate for each of the many received modifiable content-segments.As such, the content-management system 108 can transmit many instancesof fourth fingerprint data, each corresponding with a differentrespective modifiable content-segment, to the fingerprint-matchingserver 106.

H. Operations Related to the Fingerprint-Matching Server Identifying anUpcoming Content Modification Opportunity on the Identified Channel

During a time-period T22, the fingerprint-matching server 106 canreceive the third fingerprint data and the third metadata from thecontent-distribution system 102. As noted above, the third fingerprintdata represents the third content transmitted by thecontent-distribution system 102 on the identified channel.

During a time-period T23, the fingerprint-matching server 106 canreceive the fourth fingerprint data and the fourth metadata from thecontent-management system 108. As noted above, the fourth fingerprintdata represents the modifiable content-segment.

During a time-period T24, the fingerprint-matching server 106 cancompare at least a portion of the third fingerprint data with at least aportion of the fourth fingerprint data to determine whether there is amatch.

During a time-period T25, based on the comparing, thefingerprint-matching server 106 can detect a match between the at leasta portion of the third fingerprint data and the at least a portion ofthe fourth fingerprint data. The fingerprint-matching server 106 cancompare and/or detect a match between fingerprint data using any contentfingerprint comparing and matching process now known or later developed.

During a time-period T26, based on the detected match, thefingerprint-matching server 106 can determine that at least a portion ofthe modifiable content-segment is included within the third content, andtherefore can identify an upcoming content modification opportunity onthe identified channel. For example, the fingerprint-matching server 106can determine that at least a beginning portion of the MODIFIABLECONTENT-SEGMENT 322 is included within the THIRD CONTENT 320, as shownin FIG. 3, and therefore can identify an upcoming content modificationopportunity.

As noted above, the fingerprint-matching server 106 can generate thirdmetadata, which can be the same as or similar to the first metadata. Assuch, the third metadata can be or include a transmission time-stampand/or a channel identifier, for example. However, the third metadatacan also be or include a position of at least a portion of themodifiable content-segment within the third content. In one example, themetadata can specify this using a starting frame marker and an endingframe marker, each corresponding with a respective frame of the thirdcontent. The fingerprint-matching server 106 can determine the startingframe marker and the ending frame marker based on the matching.

Notably, in practice, since there are likely to be multiple potentialmodifiable content-segments where portions thereof could be includedwithin the third content, the fingerprint-matching server 106 is likelyto compare at least a portion of the third fingerprint data with atleast a portion of multiple instances of fourth fingerprint data (eachrepresenting a different respective instance of a modifiablecontent-segment), to determine which of those multiple instances of thefourth fingerprint data has a portion that matches the at least aportion of the third fingerprint data.

I. Operations Related to Preparing the Content-Presentation Device toPerform a Content-Modification Operation in Connection with theIdentified Upcoming Content Modification Opportunity

During a time-period T27, based on the detected match, thefingerprint-matching server 106 can transmit the third fingerprint dataand the third metadata to the content-presentation device 104 data tofacilitate preparing the content-presentation device 104 to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity.

During a time-period T28, the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106.

During a time-period T29, the content-presentation device 104 canreceive content on the identified channel. This content is referred toherein as “fifth content.” In one example, the fifth content is theFIFTH CONTENT 324 shown in FIG. 3.

For various reasons (e.g., due to a transmission delay associated withtransmitting fingerprint data and metadata being shorter that thecontent-transmission delay), the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106 before receiving the fifth content fromthe content-distribution system 102. In this way, thecontent-presentation device 104 can receive fingerprint datarepresenting content that the content-presentation device 104 isexpecting to receive shortly thereafter, and that thecontent-presentation device should actually receive shortly thereafterunless an interruption event (e.g., a channel-change event) occurs.

In practice, similar to how the content-distribution system 102 islikely to transmit the third content shortly after (e.g., immediatelyafter or a few seconds or minutes after) transmitting the first content,the content-presentation device 104 is likely to receive the fifthcontent shortly after (e.g., immediately after or a few seconds orminutes after) receiving the second content.

During a time-period T30, the content-presentation device 104 can outputfor presentation at least a portion of the fifth content. For example,referring to FIG. 3, the content-presentation device can output forpresentation the portion of the FIFTH CONTENT 324 that is the endportion of the PROGRAM SEGMENT A 304-A.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of the received content.

As such, even though the content-presentation device 104 receives thefifth content and outputs for presentation at least a portion of thefifth content, it can be desirable for the content-presentation device104 to perform a content-modification operation so that thecontent-presentation device 104 can also output for presentationalternative content instead of at least another portion (e.g., theremaining portion) of the fifth content. For example, referring to FIG.3, it can be desirable for the content-presentation 104 device toreplace at least a portion of the AD SEGMENT B 304-B with at least aportion of a different advertisement segment that is perhaps moretargeted to the end-user. As another example, it can be desirable forthe content-presentation device 104 to overlay on at least a portion ofthe AD SEGMENT B 304-B, overlay content that enhances at least a portionof the AD SEGMENT B 304-B in a way that is again perhaps more targetedto the end-user.

During a time-period T31, the content-presentation device 104 cangenerate fingerprint data representing the fifth content. Thisfingerprint data is referred to herein as “fifth fingerprint data.” Thecontent-distribution system 102 can generate the fifth fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the fifth fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the fifth content. The fifth fingerprint data can be or include someor all of these generated fingerprints.

Also during the time-period T31, the content-presentation device 104 cangenerate metadata associated with the fifth content and/or the fifthfingerprint data. This metadata is referred to herein as “fifthmetadata.”

The content-presentation device 104 can receive the fifth content,generate the fifth fingerprint data, generate the fifth metadata,associate the fifth fingerprint data with the fifth metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with receiving the second content, generating thesecond fingerprint data, generating the second metadata, and associatingthe second fingerprint data with the second metadata.

As noted above, the content-presentation device 104 can receive thethird fingerprint data from the fingerprint-matching server 106 and cangenerate the fifth fingerprint data.

During a time-period T32, the content-presentation device 104 cancompare the third fingerprint data and the fifth fingerprint data todetermine whether there is a match.

During a time-period T33, based on the comparing, thecontent-presentation device 104 can detect a match between the thirdfingerprint data and the fifth fingerprint data. In this disclosure,this type of match attempt, namely a match attempt between (i) referencefingerprint data representing content transmitted by thecontent-distribution system 102 on an identified channel (at least basedon the most recent channel identification analysis), and (ii) queryfingerprint data representing content being received by thecontent-presentation device 104 on the same identified channel, isreferred to herein as a “hot match attempt.” The fingerprint-matchingserver 106 can compare and/or detect a match between fingerprint datausing any content fingerprint comparing and matching process now knownor later developed.

During a time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity starts. This is referred toherein as the “modification start-time.” In one example, themodification start-time is the MODIFICATION START-TIME 326 as shown FIG.3.

In one example, the content-presentation device 104 can determine themodification start-time by starting with the transmission time-stampassociated with the starting frame marker (which, as described above,can be or be included in the third metadata) and adding thecontent-transmission delay to that transmission time-stamp, to arrive atthe modification start-time.

As another example, the content-presentation device 104 can determinethe modification start-time by first establishing a synchronous lockbetween the third content, the third fingerprint data, and/or the thirdmetadata on the one hand, and the fifth content, the third fifthfingerprint data, and/or the fifth metadata, on the other hand. Thecontent-presentation device 104 can establish the synchronous lock usingany synchronous lock technique now known or later developed. An examplesynchronous lock technique is described in U.S. Pat. No. 10,506,275issued Dec. 10, 2019, the entirety of which is hereby incorporated byreference herein. Another example synchronous lock technique isdescribed in U.S. Pat. App. Pub. No. 2020/0029108 published Jan. 23,2020, the entirety of which is hereby incorporated by reference herein.

The content-presentation device 104 can then determine the modificationstart-time by determining a time-period between (i) a current receipttime-stamp associated with a first portion of the fifth content that thecontent-presentation device 104 is currently receiving and (ii) based onthe synchronous lock, an anticipated receipt time-stamp associated witha second portion of the fifth content that is the start of themodifiable content-segment, and then adding the determined time-periodto the current receipt time-stamp, to arrive at the modificationstart-time.

Also during the time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity ends. This is referred toherein as the “modification end-time.” In one example, the modificationend-time is the MODIFICATION END-TIME 328 as shown FIG. 3.

In one example, the content-presentation device 104 can determine themodification end-time by starting with the modification start-time andadding the duration of the modifiable content-segment (which, asdescribed above, can be or be included in the fourth metadata) to themodification start-time, to arrive at the modification end-time.

Notably, if the content-presentation device 104 performs a hot matchattempt and does not detect a match, the content-presentation device 104can determine that the content-presentation device 104 is no longerreceiving content on the most recently identified channel. In response,the content-presentation device 104 can repeat one or more of theoperations described above so that the fingerprint-matching server 106can perform another cold match attempt, to attempt to identify thechannel again.

During a time-period T35, the content-presentation device 104 cantransmit a request for content for use in connection with performing thecontent-modification operation, to the content-management system 108.This content is referred to herein as “supplemental content.” In oneexample, the content-presentation device 104 can transmit the requestbefore the modification start-time (e.g., ten seconds before). In somecases, the request can include selection criteria for the supplementalcontent, which the content-presentation device 104 can determine basedon the third metadata that the content-presentation device 104 receivesfrom the fingerprint-matching server 106, for instance.

For example, the selection criteria can specify a requested type ofcontent (e.g., a replacement content segment or overlay content),duration (e.g., 15 seconds, 30 seconds, or 60 seconds), aspect ratio(e.g., 4:3 or 16:9), and/or resolution (e.g., 720p or 1080p).

During a time-period T36, the content-management system 108 can receivethe request and use it as a basis to select supplemental content fromamong multiple supplemental content items that are available forselection. In some cases, the content-management system 108 can receiveand consider various data to help inform which supplemental content toselect. For example, the content-management system 108 can receivehistorical content consumption data for the content-presentation device104 from the data-management system 110 and/or the content-managementsystem 108 can receive demographic data from a demographic dataprovider. The content-management system 108 can then use at least thereceived historical content consumption data and/or the receiveddemographic data as a basis to select the supplemental content.

The content-management system 108 can cause the selected supplementalcontent to be transmitted to the content-presentation device 104. In oneexample, the content-management system 108 can do this by communicatingwith a supplemental-content delivery system 112 that can host thesupplemental content. The supplemental-content delivery system 112 cantake various forms and can include various components, such as a contentdistribution network (CDN).

During a time-period T37, the content-management system 108 can transmita request for a link (e.g., a Uniform Resource Identifier (URI) or aUniform Resource Locator (URL)) pointing to the hosted supplementalcontent, to the supplemental-content delivery system 112.

During a time-period T38, the supplemental-content delivery system 112can receive and respond to the request for the link by transmitting therequested link to the content-management system 108.

During a time-period T39, the content-management system 108 can then inturn transmit the link to the content-presentation device 104.

During a time-period T40, the content-presentation device 104 canreceive the link, which it can use to retrieve the supplemental contentfrom the supplemental-content delivery system 112, such that thecontent-presentation device 104 can use the retrieved supplementalcontent in connection with performing the content-modificationoperation. In one example, the content-presentation device 104 canretrieve the supplemental content and store the supplemental content ina data-storage unit of the content-presentation device 104.

As such, in some examples, the content-presentation device 104 canreceive the modifiable content-segment from one source (e.g., thecontent-distribution system 102), and the supplemental content fromanother source (e.g., the supplemental-content delivery system 112).These segments can be transmitted to, and received by, thecontent-presentation device 104 in different ways. For example, thecontent-distribution system 102 can transmit, and thecontent-presentation device 104 can receive, the modifiablecontent-segment as a broadcast stream transmission, whereas thesupplemental-content delivery system 112 can transmit, and thecontent-presentation device 104 can receive, the supplemental content asan over-the-top (OTT) transmission. In this context, in one example, thecontent-distribution system 102 can receive the modifiablecontent-segment via one communication interface (e.g., an HDMIinterface), and the content-presentation device 104 can receive thesupplemental content via a different communication interface (e.g., anEthernet or WI-FI interface).

J. Operations Related to the Content-Presentation Device Performing aContent-Modification Operation

At a time-period T41, the content-presentation device 104 can performthe content-modification operation. The content-presentation device 104can do this in various ways, perhaps depending on the type ofcontent-modification operation to be performed.

In one example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying the modifiable content-segment by replacing it withsupplemental content. This is referred to herein as a“content-replacement operation.” For example, in this scenario, thecontent-presentation device 104 can receive a linear sequence of contentsegments that includes the modifiable content-segment and the associatedmetadata, and can also receive the supplemental content segment, asdescribed above. The content-presentation device 104 can output forpresentation the sequence of content segments up until the modificationstart-time (which corresponds to the start of the modifiablecontent-segment), at which time the content-presentation device 104 canswitch to outputting for presentation the supplemental content instead.Then, at the modification end-time (which corresponds to the end of themodifiable content-segment), the content-presentation device 104 canswitch back to outputting for presentation the content that follows inthe linear sequence of content segments (or perhaps to other content,such as additional supplemental content that is replacing anothermodifiable content-segment).

In one example, the operation of the content-presentation device 104switching from outputting the sequence of content segments to outputtingthe supplemental content can involve using various buffers of thecontent-presentation device 104. For example, this can involve thecontent-presentation device 104 switching from using first data in afirst input buffer where the sequence of content segments is beingreceived to using second data in a second input buffer where thesupplemental content is being received, to populate a display buffer.

As such, according to one example as illustrated in FIG. 3, byperforming a content replacement operation, the content-presentationdevice 104 can replace the AD SEGMENT B 302-B with the AD SEGMENT B304-B. As a result, rather than outputting for presentation the RECEIPTSEQUENCE 304, the content-presentation device can instead output forpresentation the FIRST MODIFIED SEQUENCE 306.

In another example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying a modifiable content-segment by overlaying on themodifiable content-segment, overlay content (referred to herein as a“content-overlay operation”). For example, in this scenario, thecontent-presentation device 104 can again receive a linear sequence ofcontent segments that includes the modifiable content-segment and theassociated metadata, and the content-presentation device 104 can alsoreceive the supplemental content, as described above.

The content-presentation device 104 can then output for presentation themodifiable content-segment as it ordinarily would, except that startingat the modification start-time, the content-presentation device 104 canstart overlaying the supplemental content on the modifiablecontent-segment. The content-presentation device 104 can continueoverlaying the supplemental content until the modification end-time. Inthis way, the content-presentation device 104 can overlay thesupplemental content during at least some temporal portion of themodifiable content-segment.

In one example, the operation of the content-presentation device 104overlaying supplemental content on the modifiable content-segment caninvolve using various buffers of the content-presentation device 104.For example, this can involve the content-presentation device 104 usinga portion of first data in a first input buffer where the sequence ofcontent segments is being received together with second data in a secondinput buffer where the supplemental content is being received, for thepurposes of populating a display buffer. In this way, thecontent-presentation device can combine relevant portions of themodifiable content-segment (i.e., all portions except those representingregion where the supplemental content is to be overlaid) together withthe supplemental content to be used as an overlay, to create the desiredmodifiable content-segment plus the supplemental content overlaidthereon.

As such, according to one example as illustrated in FIG. 3, byperforming a content overlay operation, the content-presentation device104 can overlay supplemental content on the AD SEGMENT B 302-B, therebymodifying it to AD SEGMENT B 304-B′. As a result, rather than outputtingfor presentation the RECEIPT SEQUENCE 304, the content-presentationdevice can instead output for presentation the SECOND MODIFIED SEQUENCE308.

K. Tracking and Reporting Operation-Related Data

To help facilitate performance of various operations such as thecontent-presentation device 104 performing a content-modificationoperation and to help allow for the tracking and reporting of suchoperations, the content-modification system 100 and/or componentsthereof can track and report various operation-related data at varioustimes and in various ways.

As just a few illustrative examples, responsive to certain operationsbeing performed, such as those described herein, thefingerprint-matching server 106, the content-presentation device 104,and/or another entity can generate, store, and/or transmit messages thatindicate (i) that a modifiable content-segment has been identified, (ii)that a channel has been identified/confirmed (perhaps based on a matchdetected as a result of a cold or hot match attempt), (iii) that anupcoming content modification opportunity on the identified channel hasbeen identified, (iv) that supplemental content has been requested, (v)that supplemental content has been received, (vi), that acontent-modification operation has started, (vii) that acontent-modification operation has ended, and/or (viii) that a scheduledcontent-modification operation was aborted and/or not performed for anygiven reason. In some cases, these messages can include other metadatarelated to these operations. For example, the metadata can specifyrelevant timing information, device identifiers, channel identifiers,content segment identifiers, etc.

L. Watermark-Based Techniques

Although this disclosure has described the content-modification system100 using fingerprint-based technology to perform various operations andto provide various features, in some examples, the content-modificationsystem 100 can use watermark-based techniques instead of, or in additionto, fingerprint-based techniques, to perform these and other operationsand to provide these and other features.

For example, as an alternative to the fingerprint-based techniquedescribed above in which the fingerprint-matching server 106 identifiesthe channel on which the second content is being received by thecontent-presentation device 104, the content-distribution system 102 oranother entity can insert a channel identifier in the form of awatermark into the second content, such that the fingerprint-matchingserver 106, the content-presentation device 104, or another entity canextract the channel identifier and use it to identify the channel onwhich the second content is being received by the content-presentationdevice 104.

In this context, the content-modification system 100 can employ anywatermark technique now known or later developed.

M. Operations Related to Using a Content-Transmission Delay to ControlContent-Modification Operations

As discussed above, there can be scenarios in which thecontent-presentation device 104 is unable to perform a scheduledcontent-modification operation (also referred to herein as a “firstcontent-modification operation”) on a modifiable content-segment. Forexample, the content-transmission delay between the content-distributionsystem 102 and the content-presentation device 104 might be short enoughwhere the content-presentation device 104 will not be able to receive(e.g., download) supplemental content in time to replace the modifiablecontent-segment with the supplemental content at the modificationstart-time.

Thus, the disclosed methods and systems advantageously avoid oreliminate the occurrence of such scenarios by having thecontent-presentation device 104 determine that the content-presentationdevice 104 is unable to perform the first content-modification operationand responsively perform an action that facilitates thecontent-presentation device 104 performing a second content-modificationoperation instead of performing the first content-modificationoperation. In this context, a “second content-modification operation”can be a content-modification operation in which thecontent-presentation device 104 modifies the modifiable content-segmentin a different way as compared to the first content-modificationoperation. In line with the discussion above, the firstcontent-modification operation and/or second content-modificationoperation can take various forms, including but not limited to usingsupplemental content to modify a modifiable content-segment.

Examples of these and related features will now be described. Althoughexample operations will be described herein primarily as being performedby the content-presentation device 104, other entities of thecontent-modification system 100, such as the fingerprint-matching server106, could perform one or more of such operations in alternativeembodiments.

As noted above, the content-presentation device 104 can determine thatthe content-presentation device 104 is unable to perform the firstcontent-modification operation as scheduled. For example, in anembodiment where the first content-modification operation involves usingsupplemental content to modify the modifiable content-segment, thecontent-presentation device 104 can determine that thecontent-presentation device 104 is unable to receive the supplementalcontent in time to perform the first content-modification operation asscheduled (e.g., by the modification start-time).

As discussed above, an example scenario in which thecontent-presentation device 104 might be unable to receive thesupplemental content in time to perform the first content-modificationoperation is when the content-presentation device 104 is receivingcontent from the content-distribution system 102 with a very shortcontent-transmission delay. Thus, the act of determining that thecontent-presentation device 104 is unable to receive the supplementalcontent in time to perform the first content-modification operation asscheduled can involve (i) determining a content-transmission delaybetween the content-distribution system 102 and the content-presentationdevice 104, (ii) making a determination that the content-transmissiondelay is shorter than a predetermined threshold delay, and (iii)responsive to making the determination that the content-transmissiondelay is shorter than the predetermined threshold delay, (e.g., twoseconds or less), determining that the content-presentation device 104is unable to receive the supplemental content in time to perform thefirst content-modification operation.

The act of determining the content-transmission delay can involvedetermining the content-transmission delay between thecontent-distribution system 102 and the content-presentation device 104as a difference between a transmission-time stamp of content transmittedby the content-distribution system 102 and a receipt-time stamp of thesame content received by the content-presentation device 104. Forexample, the transmitted content can be the first content and thereceived content can be the second content, where the second content isthe same as the first content. As such, the transmission-time stamp canbe the transmission-time stamp included in the first metadata discussedabove and the receipt-time stamp can be the receipt-time stamp includedin the second metadata discussed above. In alternative embodiments, suchas those where other points in time are determined to be the point oftransmission of the first content and/or the point of receipt of thesecond content, other time stamps can be determined and used indetermining the content-transmission delay.

The act of determining the content-transmission delay can take otherforms as well. For example, the act of determining thecontent-transmission delay can involve identifying one or moreparticular types of information, such as information associated with thecontent-presentation device 104, and mapping the identified informationto the content-transmission delay. To facilitate this, thefingerprint-matching server 106 can store in memory, and/or receive fromother devices within or outside of the content-modification system 100that store in memory, mapping data (e.g., a table) that maps one or moredifferent types of information associated with the content-presentationdevice 104 with a respective content-transmission delay.

For example, the fingerprint-matching server 106 can identify a deviceidentifier of the content-presentation device 104 and, using the mappingdata, map the identified device identifier to the content-transmissiondelay. As noted above, the fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104, and/or by receiving other data from thecontent-presentation device 104 and using other mapping data to map thereceived data to determine the device identifier.

As another example, the fingerprint-matching server 106 can identify anIP address of the content-presentation device 104 and, using the mappingdata, map the identified IP address to the content-transmission delay.The fingerprint-matching server 106 can determine the IP address invarious ways, such as by receiving it from the content-presentationdevice 104 or other device within or outside the content-modificationsystem 100, and/or by receiving other data from the content-presentationdevice 104 or other device and using other mapping data to map thereceived data to determine the IP address.

As another example, the fingerprint-matching server 106 can identifycontent that is currently being, has been previously, and/or isscheduled to be presented on the content-presentation device 104, and,using the mapping data, map the identified content to thecontent-transmission delay. The fingerprint-matching server 106 candetermine the content identifier in various ways, such as by receivingit from the content-presentation device 104 or other device within oroutside the content-modification system 100, and/or by receiving otherdata from the content-presentation device 104 or other device and usingother mapping data to map the received data to determine the contentidentifier. In some examples, the content identifier can be, or beincluded as part of, the metadata that the fingerprint-matching server106 can receive from the content-distribution system 102, thecontent-management system 108, and/or other devices within thecontent-modification system 100. For instance, the content identifiercan be, include, or be included as part of a content segment identifier,program identifier, advertisement identifier, channel identifier, and/orother identifier associated with the content presented on thecontent-presentation device 104.

As another example, the fingerprint-matching server 106 can identify ageographic area (e.g., DMA) of the content-presentation device 104 and,using the mapping data, map the identified geographic area to thecontent-transmission delay. In practice, content being transmitted fromthe content-modification system 102 to one content-presentation devicein a particular geographic area might have a content-transmission delaysimilar to or approximately the same as content being transmitted fromthe content-modification system 102 to another content-presentationdevice in the same geographic area.

The mapping data can be generated in various ways. For example, themappings between the above-noted information and content-transmissiondelays can be entered manually. Additionally or alternatively, thefingerprint-matching server 106 can collect and store the above-notedinformation, and then determine content-transmission delays betweenvarious content-distribution systems and content-presentation devicesover time and assign each determined content-transmission delay to arespective device identifier, IP address, content identifier, geographicarea, etc. Other examples are possible as well. The mapping data can becreated, maintained, and updated over time to record associationsbetween different types of information, including but not limited to theinformation described above.

Another example scenario in which the content-presentation device 104might be unable to receive the supplemental content in time to performthe first content-modification operation is when the supplementalcontent would take or is taking too long to receive. As noted above,such a delay could be because the supplemental content has a large filesize. Thus, additionally or alternatively to considering thecontent-transmission delay, the act of determining that thecontent-presentation device 104 is unable to receive the supplementalcontent in time to perform the first content-modification operation asscheduled can involve the content-presentation device 104 determining afile size and/or download time of the supplemental content and comparingthe file size and/or download time to a predetermined threshold filesize and/or predetermined download time. If the content-presentationdevice 104 determines that the file size is larger than a predeterminedthreshold file size or determines that the download time is longer thana predetermined threshold download time, the content-presentation device104 can responsively determine that the content-presentation device 104is unable to receive the supplemental content in time to perform thefirst content-modification operation as scheduled.

A delay in receiving the supplemental content can be due to otherreasons as well, such as a malfunction or other error with thecontent-management system 108 and/or the supplemental-content deliverysystem 112, for instance. In these or other situations, the act ofdetermining that the content-presentation device 104 is unable toreceive the supplemental content in time to perform the firstcontent-modification operation as scheduled can involve thecontent-presentation device 104 receiving a notification or otherindication that indicates that the supplemental content cannot bereceived. This determination can be made in other ways as well.

In response to determining that the content-presentation device 104 isunable to perform the first content-modification operation as scheduled,the content-presentation device 104 can performing an action thatfacilitates the content-presentation device 104 performing a secondcontent-modification operation instead of performing the firstcontent-modification operation. In this situation, performing the secondcontent-modification operation can involve modifying the modifiablecontent-segment in a different way as compared to the firstcontent-modification operation.

For example, performing the second content-modification operationinstead of performing the first content-modification operation caninvolve performing a content-overlay operation instead of acontent-replacement operation. As a more particular example, instead ofa content-replacement operation that has a modification start-time atthe start time of the modifiable content-segment, thecontent-presentation device 104 can perform a content-overlay operationwith a modification start-time that is after the start time of themodifiable content-segment.

In embodiments where the second content-modification operation is acontent-overlay operation, the act of performing the action thatfacilitates the content-presentation device 104 performing the secondcontent-modification operation instead of the first content-modificationoperation can involve retrieving overlay content for use in connectionwith performing the content-overlay operation.

In one example, the content-presentation device 104 can transmit arequest to a first computing system associated with delivery ofsupplemental content to the content-presentation device 104, such as thecontent-management system 108. The request can be or include a requestfor a link pointing to the overlay content. The first computing systemmight then cause the overlay content to be transmitted to thecontent-presentation device 104. Thus, in response to the request, thecontent-presentation device 104 can receive, from the first computingsystem, the link and use the link to retrieve (e.g., download) theoverlay content from a second computing system associated with deliveryof supplemental content to the content-presentation device, such as thesupplemental-content delivery system 112.

In another example, the content-presentation device 104 might include adatabase (e.g., a local cache) that includes pre-downloaded defaultoverlay content. The default overlay content can be content that thecontent-presentation device 104 is configured to use by default asoverlay content specifically in scenarios where the firstcontent-modification operation cannot be performed or in otherscenarios, such as if the desired overlay content is unavailable. Assuch, the act of retrieving the overlay content for use in connectionwith performing the content-overlay operation can involve retrieving,from the database, the pre-downloaded default overlay content for use inconnection with performing the content-overlay operation. Usingpre-downloaded overlay content such as this or other pre-downloadsupplemental content can help even further ensure that thecontent-presentation device 104 reliably performs the secondcontent-modification operation, because the content-presentation device104 would not need to spend time downloading overlay content or othersupplemental content.

In an example alternative embodiment, the first content-modificationoperation can be a content-overlay operation and the secondcontent-modification operation can be a content-replacement operation.There can be various reasons to perform a content-replacement operationinstead of a content-overlay operation. For example, consider asituation in which the content-presentation device 104 has locallycached pre-downloaded default supplemental content for use in replacingmodifiable content-segments. In this situation, the content-presentationdevice 104 can determine, possibly using the operations discussed above,that it is unable to receive overlay content in time to perform thecontent-overlay operation using the overlay content. This might be dueto the overlay content being unavailable, due to a download error, ordue to another unforeseen event. In response, the content-presentationdevice 104 can then instead perform a content-replacement operationusing the pre-downloaded default supplemental content. In variations ofthis example, the content-presentation device 104 can perform thecontent-replacement operation further in response to a determinationthat the content-transmission delay is long enough that the supplementalcontent can replace the modifiable content-segment beginning at themodification start-time (e.g., the start of a given advertisementsegment). Other examples are possible as well, as well as other examplecontent-modification operations.

In some situations, the supplemental content to be used for thescheduled first content-modification operation might be received ontime, and thus the first content-modification operation might be carriedout such that the modifiable content-segment is modified. However, othercircumstances might cause the modified content-segment to not be able tobe played, such as an error encountered by a video player of thecontent-presentation device 104 when the video player attempts to playthe modified content-segment. When such circumstances occur, it might bedesirable to perform a backup content-modification operation.

Thus, in some examples, additional operations can involve thecontent-presentation device 104 or another entity of thecontent-modification system 100 receiving (e.g., from a video playercomponent of the content-presentation device 104) a report indicating anerror with the content-presentation device 104 playing out the modifiedcontent-segment. In response to receiving the report, thecontent-presentation device 104 or other entity of thecontent-modification system 100 can perform an action that facilitatesthe content-presentation device 104 performing the secondcontent-modification operation.

FIG. 5 is a flow chart of an example method 500 for use with acontent-presentation device (e.g., content-presentation device 104) thatis scheduled to perform a first content-modification operation thatinvolves modifying a modifiable content-segment received by thecontent-presentation device. At block 502, the method 500 includesdetermining that the content-presentation device is unable to performthe first content-modification operation as scheduled.

At block 504, the method 500 includes responsive to the determining,performing an action that facilitates the content-presentation deviceperforming a second content-modification operation instead of performingthe first content-modification operation, where performing the secondcontent-modification operation involves modifying the modifiablecontent-segment in a different way as compared to the firstcontent-modification operation.

IV. Example Variations

Although the examples and features described above have been describedin connection with specific entities and specific operations, inpractice, there are likely to be many instances of these entities andmany instances of these operations being performed, perhapscontemporaneously or simultaneously, on a large-scale basis. Indeed, inpractice, the content-modification system 100 is likely to include manycontent-distribution systems (each potentially transmitting content onmany channels) and many content-presentation devices, with some or allof the described operations being performed on a routine and repeatingbasis in connection with some or all of these entities.

In addition, although some of the operations described in thisdisclosure have been described as being performed by a particularentity, the operations can be performed by any entity, such as the otherentities described in this disclosure. Further, although the operationshave been recited in a particular order and/or in connection withexample temporal language, the operations need not be performed in theorder recited and need not be performed in accordance with anyparticular temporal restrictions. However, in some instances, it can bedesired to perform one or more of the operations in the order recited,in another order, and/or in a manner where at least some of theoperations are performed contemporaneously/simultaneously. Likewise, insome instances, it can be desired to perform one or more of theoperations in accordance with one more or the recited temporalrestrictions or with other timing restrictions. Further, each of thedescribed operations can be performed responsive to performance of oneor more of the other described operations. Also, not all of theoperations need to be performed to achieve one or more of the benefitsprovided by the disclosure, and therefore not all of the operations arerequired.

Although certain variations have been described in connection with oneor more examples of this disclosure, these variations can also beapplied to some or all of the other examples of this disclosure as welland therefore aspects of this disclosure can be combined and/or arrangedin many ways. The examples described in this disclosure were selected atleast in part because they help explain the practical application of thevarious described features.

Also, although select examples of this disclosure have been described,alterations and permutations of these examples will be apparent to thoseof ordinary skill in the art. Other changes, substitutions, and/oralterations are also possible without departing from the invention inits broader aspects as set forth in the following claims.

What is claimed is:
 1. A method for use with a content-presentationdevice that is scheduled to perform a first content-modificationoperation that comprises modifying a modifiable content-segment receivedby the content-presentation device, the method comprising: determiningthat the content-presentation device is unable to perform the firstcontent-modification operation as scheduled; and responsive to thedetermining, performing an action that facilitates thecontent-presentation device performing a second content-modificationoperation instead of performing the first content-modificationoperation, wherein performing the second content-modification operationinvolves modifying the modifiable content-segment in a different way ascompared to the first content-modification operation.
 2. The method ofclaim 1, wherein performing the first content-modification operationcomprises using supplemental content to modify the modifiablecontent-segment, and wherein determining that the content-presentationdevice is unable to perform the first content-modification operation asscheduled comprises determining that the content-presentation device isunable to receive the supplemental content in time to perform the firstcontent-modification operation as scheduled.
 3. The method of claim 2,wherein determining that the content-presentation device is unable toreceive the supplemental content in time to perform the firstcontent-modification operation as scheduled comprises: determining acontent-transmission delay between a content-distribution system and thecontent-presentation device; making a determination that thecontent-transmission delay is shorter than a predetermined thresholddelay; and responsive to making the determination that thecontent-transmission delay is shorter than the predetermined thresholddelay, determining that the content-presentation device is unable toreceive the supplemental content in time to perform the firstcontent-modification operation.
 4. The method of claim 1, whereinperforming the first content-modification operation comprises performinga content-replacement operation, and wherein performing the secondcontent-modification operation comprises performing a content-overlayoperation.
 5. The method of claim 4, wherein performing the actionfurther comprises retrieving overlay content for use in connection withperforming the content-overlay operation.
 6. The method of claim 5,wherein retrieving the overlay content for use in connection withperforming the content-overlay operation comprises: transmitting, to afirst computing system associated with delivery of supplemental contentto the content-presentation device, a request for a link pointing to theoverlay content; and in response to the request, receiving, from thefirst computing system, the link and using the link to retrieve theoverlay content from a second computing system associated with deliveryof supplemental content to the content-presentation device.
 7. Themethod of claim 4, wherein the content-presentation device comprises adatabase that includes pre-downloaded default overlay content, andwherein retrieving the overlay content for use in connection withperforming the content-overlay operation comprises retrieving, from thedatabase, the pre-downloaded default overlay content for use inconnection with performing the content-overlay operation.
 8. Anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by a processor, causeperformance of a set of operations comprising: determining that acontent-presentation device is unable to perform a firstcontent-modification operation as scheduled, wherein the firstcontent-modification operation comprises modifying a modifiablecontent-segment received by the content-presentation device; andresponsive to the determining, performing an action that facilitates thecontent-presentation device performing a second content-modificationoperation instead of performing the first content-modificationoperation, wherein performing the second content-modification operationinvolves modifying the modifiable content-segment in a different way ascompared to the first content-modification operation.
 9. Thenon-transitory computer-readable storage medium of claim 8, whereinperforming the first content-modification operation comprises usingsupplemental content to modify the modifiable content-segment, andwherein determining that the content-presentation device is unable toperform the first content-modification operation as scheduled comprisesdetermining that the content-presentation device is unable to receivethe supplemental content in time to perform the firstcontent-modification operation as scheduled.
 10. The non-transitorycomputer-readable storage medium of claim 9, wherein determining thatthe content-presentation device is unable to receive the supplementalcontent in time to perform the first content-modification operation asscheduled comprises: determining a content-transmission delay between acontent-distribution system and the content-presentation device; makinga determination that the content-transmission delay is shorter than apredetermined threshold delay; and responsive to making thedetermination that the content-transmission delay is shorter than thepredetermined threshold delay, determining that the content-presentationdevice is unable to receive the supplemental content in time to performthe first content-modification operation.
 11. The non-transitorycomputer-readable storage medium of claim 8, wherein performing thefirst content-modification operation comprises performing acontent-replacement operation, and wherein performing the secondcontent-modification operation comprises performing a content-overlayoperation.
 12. The non-transitory computer-readable storage medium ofclaim 11, wherein performing the action further comprises retrievingoverlay content for use in connection with performing thecontent-overlay operation.
 13. The non-transitory computer-readablestorage medium of claim 12, wherein retrieving the overlay content foruse in connection with performing the content-overlay operationcomprises: transmitting, to a first computing system associated withdelivery of supplemental content to the content-presentation device, arequest for a link pointing to the overlay content; and in response tothe request, receiving, from the first computing system, the link andusing the link to retrieve the overlay content from a second computingsystem associated with delivery of supplemental content to thecontent-presentation device.
 14. The non-transitory computer-readablestorage medium of claim 12, wherein the content-presentation devicecomprises a database that includes pre-downloaded default overlaycontent, and wherein retrieving the overlay content for use inconnection with performing the content-overlay operation comprisesretrieving, from the database, the pre-downloaded default overlaycontent for use in connection with performing the content-overlayoperation.
 15. A computing system comprising: a processor; and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations comprising: determining that acontent-presentation device is unable to perform a firstcontent-modification operation as scheduled, wherein the firstcontent-modification operation comprises modifying a modifiablecontent-segment received by the content-presentation device; andresponsive to the determining, performing an action that facilitates thecontent-presentation device performing a second content-modificationoperation instead of performing the first content-modificationoperation, wherein performing the second content-modification operationinvolves modifying the modifiable content-segment in a different way ascompared to the first content-modification operation.
 16. The computingsystem of claim 15, wherein performing the first content-modificationoperation comprises using supplemental content to modify the modifiablecontent-segment, and wherein determining that the content-presentationdevice is unable to perform the first content-modification operation asscheduled comprises determining that the content-presentation device isunable to receive the supplemental content in time to perform the firstcontent-modification operation as scheduled.
 17. The computing system ofclaim 16, wherein determining that the content-presentation device isunable to receive the supplemental content in time to perform the firstcontent-modification operation as scheduled comprises: determining acontent-transmission delay between a content-distribution system and thecontent-presentation device; making a determination that thecontent-transmission delay is shorter than a predetermined thresholddelay; and responsive to making the determination that thecontent-transmission delay is shorter than the predetermined thresholddelay, determining that the content-presentation device is unable toreceive the supplemental content in time to perform the firstcontent-modification operation.
 18. The computing system of claim 15,wherein performing the first content-modification operation comprisesperforming a content-replacement operation, and wherein performing thesecond content-modification operation comprises performing acontent-overlay operation.
 19. The computing system of claim 18, whereinperforming the action further comprises retrieving overlay content foruse in connection with performing the content-overlay operation.
 20. Thecomputing system of claim 19, wherein retrieving the overlay content foruse in connection with performing the content-overlay operationcomprises: transmitting, to a first computing system associated withdelivery of supplemental content to the content-presentation device, arequest for a link pointing to the overlay content; and in response tothe request, receiving, from the first computing system, the link andusing the link to retrieve the overlay content from a second computingsystem associated with delivery of supplemental content to thecontent-presentation device.